Electric Dealer Layout Mobile internet third party service to borrow "micro shop" enclosure

Author: Sunran

With the commercialization of micro-letters, the micro-commerce gradually became the climate. Help Enterprises in micro-letter open micro-shop has become a Third-party service provider to focus on a large "cake."

Recently, the Beijing-East issued a "micro-shop plan", announced that the open platform for businesses to provide micro-shop shop services. In the words of Hou Yamping, vice president of Jingdong Group, the Micro Shop is an extension of the Beijing-east merchant from PC to wireless.

However, the intervention of the micro-shop market, Jingdong is not a pioneer, before this micro-shop services have more than 60 service providers, Pocket Pass, micro-union and other early admission have established a certain first-mover advantage.

With the relationship with Tencent, Jingdong hopes to gain flow advantage, through diversion to help the micro-quotient quickly gather fans, bridging the limitations of the central.

With the original central entrance accumulation of the huge flow and customer base, the Beijing-east intervention or will impact the micro-shop service provider competition pattern.

The contention between centrality and centrality

Micro-shop is based on micro-letter platform as the carrier of mobile power, mainly through the circle of friends to share, the recommendation of acquaintances, such as marketing fans, to achieve sales objectives. The main marketing mode of micro-store is socialization marketing, so it has the characteristic of going to the center.

November 27, Jing Dong Micro-store channel in the micro-letter shopping page officially online. Different from other micro-store Third-party service providers, Beijing East proposed the central entrance and micro-shop ecology of the central concept of integration.

According to the classification of the founder of the Tao Yong, the current market of the micro-shop Third-party service providers, can be divided into Jingdong micro-shop representative of the business model and to the micro-union, pocket-pass as the representative of the Consumer-to-consumer model. On the face of it, the difference between the two is whether there is a central platform entrance, but fundamentally to the mobile internet era of the different understanding of consumer behavior.

The traditional center platform aggregates all the businesses and traffic, consumers through a few entrances, the use of category search methods such as searching for goods. In order to stand out from the vast number of competitors, the platform of the merchants have to take the bidding rankings, centralized publicity and other ways to play advertising, which also brought a lot of marketing costs. A large amount of information flooded businesses are also a few. Jingdong, Taobao, Cat and other electric platform, is the central entrance of the typical representative, they through the distribution of traffic for businesses to gain profits. But the problem is that, based on search consumption, it is hard to make consumers loyal to a brand, or become fans, to repeat consumption. And the merchant does not have the direct communication with the fan, obtains the flow which truly belongs to own brand. The central entrance has been criticised.

In this context, the micro-shop service providers were born. It is widely believed that to be central is its natural business logic, and the micro-union and pocket-pass is the first practitioner of this concept.

"The micro-union has always maintained a central mindset, and ultimately there is no entrance." We provide tools and platforms to help businesses to the offline stores, online, advertising flow of aggregation, and ultimately create a full channel of customer aggregation, traffic is gathered in the micro-letter platform, and micro-letter to provide customers precipitation. In the end, these will be the flow of their own group, and accumulate their own fans. Tao Yong said.

In the concept of going to the center, the central entrance of the search shopping model, sooner or later will be personalized recommendations or from the share of acquaintances replaced. "We believe that the future consumption based on search is expected to be reduced to less than 20%, most of the consumption will be through the life of discovery and Word-of-mouth recommendations reached, fan marketing is the core of everything." "said Narandan, the head of the pocket PR.

At present, the pocket-pass and the micro-union do not have an integrated page to present all the goods and shops, the main path into the micro-shop is the circle of friends to share. So in the early days, it is difficult to guide, the speed of powder is also to the center of the platform can not avoid the embarrassment. Therefore, the integration of central entrance and to the central concept, has become the Jing Dong micro-shop after the launch of the killer. "The orders brought by the Hou Yamping, on average, are seven times times more central, or even more," he said. The entrance and the micro-shop pull each other, can bring the first barrel gold for the merchant's start. ”

Tao believes that for the current to the central platform for the lack of traffic on the business, Beijing East can provide a flow of the entrance is beneficial, but this advantage may not be able to maintain long-term. "We don't have any traffic at the moment, so we can't give the merchant a central entrance, but in the long run, the merchant prefers to go to the center of the flow, because the flow price is very low, or not money." and central traffic cannot be free forever. ”

Whether it is a micro-union or a pocket pass, it is thought that the center will coexist with the central sales model for a long time, but the final direction of the micro-shop, or will be based on the development of the central business logic.

The enclosure movement before the war

Will the admission of Jingdong increase the competition of micro-service providers and threaten the company's market share? The pocket Pass and the micro-union appear quite calm.

"In fact, there is no competition, the center for a long time will remain the mainstay of the position, most of the products or mainstream sales channels here." But now its cost is too high, so the merchant slowly grope to the way that centers. Narandan told the China Business newspaper.

In fact, due to their own characteristics and resources, the above three service providers to face the main merchant groups, there are some differences. Jing Dong Micro Shop's entire system backstage constructs in the Jingdong PC end, two platforms are closely connected, therefore wants to become this platform the micro shop merchant, must simultaneously operate on the PC platform. Pocket-pass Micro Shop for the entire retail industry, of which online merchants accounted for a large proportion. The focus of the micro-alliance is on the traditional offline retailing industry. At present, the three major service providers in their respective fields, to develop a stable merchant group, and many merchants for a certain brand awareness of enterprises.

Because the market is very large, so at present has not ushered in the competitive situation, "everyone in the enclosure, operating their customers, although the current competition will overlap, but not to the point of death." "said Tao Yong.

But with the growth of expanding demand, third-party services are planning to open up the merchant community, introducing more categories: The micro-alliance next year to introduce individuals and Amoy dealers, pocket-pass will further expand the retail industry under the line, is expected to increase the proportion of nearly 40%, to 70%, at the same time more than individual businesses open.

Every family is expanding, there is bound to be intersection. According to Tao Yong, next year's market competition in the micro-store will tend to white-hot.

According to the public information, the current micro-union and pocket-pass platform has 600,000 of businesses. In the first phase of the Beijing-East micro-store platform, more than 50,000 merchants, 30,000 have established a micro-shop. The merchants, which bind the micro-credit service number, also rose rapidly from 3,000 to 7,600 in one months.

Layout Distribution and O2O

It took the traditional PC-dealers more than 10 years to build a complete ecosystem, in contrast to the growth rate of micro-stores is staggering. After last year's development, the traditional service business of the third party platform has been difficult to meet the demand of the micro-shop merchants. Before the market demand for the promotion, after the impact of new admission, in order to seize the opportunity in the next competition, micro-AU, pocket Qualcomm and other service providers have to focus on the perfect distribution and O2O platform, and this will also be a great solution to the center of the platform pain Point-the problem of insufficient flow.

The concept of distribution platform is similar to a wholesale market, can bridge between suppliers and distributors, collusion of resources, in helping suppliers bulk goods, but also solve some businesses lack of sourcing problems.

And in the platform construction, each family is also different. To the micro-alliance of the SDP social distribution platform for example, the system will be the agent system and distribution system integration, distributors will be the micro-letter public number to share the business circle, or recommend to friends, consumers can see by paying attention to the public number to buy. The background will display the recommended path, so that the corresponding partition. Tao told reporters that distribution is definitely the future trend, and through this way, the growth rate of fans is extremely fast.

At present, the micro-union, pocket shopping, pocket-pass distribution platform has been carried out in the beta or on-line.

In addition to distribution, O2O is also the next piece of military battleground. "Our O2O merchant ratio accounts for 30%, and it is expected to rise to 70% next year at the current rate of growth." "said the competition Dan. Future pockets of pure online merchants will shrink, from the current 60% to about 20%, and mainly serve the second echelon Taobao merchants.

and focus on the offline retail industry, the micro-union has begun to use the SDP model to promote online shopping integration. For example, in the physical store, each shopping guide will receive a two-dimensional code, inviting customers to pay attention. and through the system backstage can see the two-dimensional code corresponding fans and order information, so as to carry out sales.

Tao Yong told reporters, now online retail only accounted for the overall retail 8%, the core is how to import the offline flow. With the line online integration, the whole shopping model will be transformed, may be after the line is the form of experience shop.